The beauty of having a website that is properly built and set-up is that it immediately becomes a marketing and sales tool that has measurable results.
Anybody who has been in business long enough has probably done a marketing flyer, attended trade shows and so forth – with mixed results. How many leads did you really get from that flyer – and did your sales team follow-up? The same goes for leads acquired at a trade show.
By developing a website that has Google Analytics tracking code (and/or other), you can quickly develop a healthy sense as to where leads to your website came from, how long they stayed on your site and what information they perused.
Better yet, if you have pushed an offer out via Google pay-per-click Adwords; or had a direct mail piece with a QR code or web address that highlights a specific offer on it, you’ll know if they were interested simply by looking at how many visits you had to a certain area of your website (landing page). If you have an offer set-up as part of the campaign, you can even track how many conversions you got. This could be somebody leaving their name for a call-back from your sales team because they are interested in learning more…or better yet, an outright sale right off of your website.
Your website is a measurable sales and marketing tool that should be an integrated component to your company’s daily marketing efforts.